What Destination Trekantområdet does

Destination Trekantområdet is a regional destination management organization (DMO) headquartered in Billund, Denmark, that collectively markets and develops tourism across four municipalities: Billund, Fredericia, Kolding, and Vejle. Founded in 2020 and registered as a private entity with CVR 41887583, the organization coordinates cross-municipal tourism strategy, partner collaboration, and international marketing under the unified 'Heart of Jutland' brand, with the Jutland Collective identity serving international markets. The DMO is led by CEO Martin Perregaard-Bitsch and operates with a lean team of 10 employees.

The organization's core offering is a destination platform comprising a multilingual consumer-facing booking and inspiration portal (book.theheartofjutland.com), a partner collaboration program, a tourism Knowledge Center (Videncenter) for data and analytics, and targeted experience brands for families, adult couples, and MICE (meetings, incentives, conferences, and events). Supporting technology includes a GetKarla.ai-powered chatbot for visitor inquiries and downloadable route maps/historical audio tours. Key product categories span LEGOLAND-anchored family tourism, Kultur und Natur experiences for adult couples (Naturpark Lillebælt), MICE infrastructure (Messe C, Comwell Kellers Park, VINGSTED), culinary tourism (Smag på landskabet), and sustainable tourism (Green Key-certified accommodations).

As a DMO rather than a commercial retailer, the organization is funded through municipal contributions from the four founding municipalities, partnership fees from local businesses, and project-based co-funding from Denmark's Erhvervsfremmebestyrelse. Its "customers" are the partner businesses, municipalities, and the visiting tourists using its information and booking platforms. The organization's 9.2 million DKK tourism turnover figure refers to sector-wide revenue in the destination, not the DMO's own revenue. Strategic partnerships with LEGOLAND, LEGO House, Naturpark Lillebælt, VisitDenmark, and the Jutland Collective underpin its market reach.

Name

Destination Trekantområdet

Legal name

Destination Trekantområdet

Website

https://tdto.dk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Destination Trekantområdet is a Danish regional destination management organization coordinating tourism development and marketing across the four municipalities of Billund, Fredericia, Kolding, and Vejle, serving leisure families, adult couples, and MICE visitors through a unified brand, partner program, and multilingual booking platform.

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Transportation Services (4700)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Inbound DMCs (Full-Service Ground Handling) (THAKAEAA), Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access) (THAHANAE), Experiential & Cultural Programming (Tours, Activities, CSR/Voluntourism) (THAHADAF)

Keywords

• Destination management
• Tourism marketing
• Tourism development
• Meetings and conferences
• Sustainable tourism

Headquarters

HQ city

Billund

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Distribution channels4 records

Marketing channels7 records

Core offering

Destination Trekantomr\u00e5det is a regional destination management organization (DMO) that unites businesses, municipalities, and tourism partners across the Danish municipalities of Billund, Fredericia, Kolding, and Vejle. It develops tourism experiences, creates shared narratives, and markets the destination on Danish and international markets, supported by a multilingual consumer-facing website, an online booking portal, a Knowledge Center (Videncenter) with tourism data and analytics, and a GetKarla.ai-powered chatbot.

Product overview

Destination Trekantområdet operates as a unified destination management and marketing platform serving Billund, Fredericia, Kolding, and Vejle municipalities. The core offering consists of the Destination Trekantområdet tourism platform, which integrates partner collaboration programs, development projects, and a knowledge center for tourism data. Key product modules include Meetings & Conferences services for business tourism, and targeted experience brands such as Family Experiences (Børnefamilier) and Adult Couples (Voksne Par). Supporting sub-brands include Naturpark Lillebælt for marine nature experiences, 'Smag på landskabet' for local food experiences, and 'Rejs i Jyllands grønne hjerte' for sustainable tourism. Additional offerings encompass route maps for hiking and cycling, historical audio tours, and the Jutland Collective international brand.

Differentiator

Problem solved

Functional benefit

Brands

• Jutland Collective: International business brand for the destination
• Be Happy Pass
• Jyllands Hjerte

Products and services

• Destination Trekantomr\u00e5det Tourism Platform Unified destination management and marketing platform covering four Danish municipalities, developing new tourism offerings, creating shared visibility, and reaching guests on international markets that individual actors cannot manage alone. Targets tourists, tourism businesses, municipalities, and MICE buyers.
• Partnership Collaboration Program Paid partner program for local businesses, municipalities, and organizations offering access to international marketing, networking, collaborative development projects, and data/insights from the Videncenter.
• Meetings & Conferences Service Business tourism service positioning Destination Trekantomr\u00e5det as a relevant meeting and conference destination with venues such as Messe C, Comwell Kellers Park, and VINGSTED hotel & konferencecenter, central location, and direct international flight connections via Billund Airport.
• Naturpark Lilleb\u00e6lt (Marine Nature Park Experiences) Denmark's largest marine nature park covering 370 km\u00b2 with whale safaris, kayaking, hiking, diving, seaweed foraging, and sustainable food experiences connecting Kolding and Fredericia. Aimed at nature-based tourists including families and adult couples.
• Smag p\u00e5 landskabet (Taste the Landscape) Sustainable food and local producer initiative showcasing farm shops, micro-breweries, vineyards, and experiences connecting food to the landscape and local community. Targeted at adult couples and gastronomy-focused visitors.
• Rejs i Jyllands gr\u00f8nne hjerte (Travel in Jutland's Green Heart) Sustainable tourism initiative featuring Green Key-certified accommodations, nature experiences in Natura 2000 areas, and green transportation options including train, bus, and cycling routes. Targets environmentally conscious travelers.
• Historical Audio Tours Guided historical audio tours covering four themes: 'Med livet som indsats' (With Life at Stake), 'Smag p\u00e5 historien' (Taste History), 'Det planlagte liv' (The Planned Life), and 'Kan tro flytte bjerge?' (Can Faith Move Mountains?). Targeted at cultural tourists and history-interested visitors.
• Route Maps (Rutekort) Collection of downloadable maps, hiking routes, cycling routes, and GPS files for the Trekantomr\u00e5det area covering Billund, Fredericia, Kolding, and Vejle. Targeted at active travellers and outdoor tourists.

Quantifiable outcome

• 3.555 million total overnight stays in the destination in 2025
• +4 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core, major, minor and supporting.

• Billund KommunecoreStrategic or Co-development PartnerOne of four founding municipalities in the destination management organization. Billund Kommune contributes to the joint tourism development strategy covering the areas of Billund, Fredericia, Kolding, and Vejle, and provides municipal funding and strategic alignment for tourism initiatives.
• Fredericia KommunecoreStrategic or Co-development PartnerOne of four founding municipalities in the destination management organization. Fredericia contributes urban tourism assets including the historic fortress (Fredericia Vold), Lillebælt waterfront experiences, and Naturpark Lillebælt activities.
• Kolding KommunecoreStrategic or Co-development PartnerOne of four founding municipalities in the destination management organization. Kolding provides cultural attractions (Koldinghus, Museum Kolding, Skamlingsbanken), Kongernes Jelling UNESCO World Heritage site, and gastronomic experiences including Christiansfeld UNESCO site.
• Vejle KommunecoreStrategic or Co-development PartnerOne of four founding municipalities in the destination management organization. Vejle contributes fjord landscapes, gastronomic experiences, cycling infrastructure including Tour de France stage 3 route, and venues for meetings and conferences.
• VisitDenmarkcoreStrategic or Co-development PartnerNational Danish tourism organization providing data, analytics, and national tourism strategy alignment. Destination Trekantområdet participates in VisitDenmark's measurement programs and uses VisitDenmark statistics and data from Danmarks Statistik as the basis for its Videncenter reporting on tourism value.
• Jutland CollectivemajorGTM or Marketing PartnerJoint international business brand (jutlandcollective.com) representing West Danish destinations including Destination Trekantområdet in international markets. The brand serves as the umbrella identity for coordinated international marketing efforts targeting leisure tourists and MICE buyers from key source markets.
• LEGO HousemajorStrategic or Co-development PartnerFlagship attraction in Billund and key anchor for the destination's family tourism segment. LEGO House recorded 41% growth in international visitors in 2022 vs. 2019, with 90% international share in peak months. The attraction supports destination marketing through cross-promotional content and visitor data sharing.
• LEGOLAND Billund ResortmajorStrategic or Co-development PartnerWorld's first LEGOLAND park and the destination's primary international tourist attraction. With over 45 rides and 625,000 visitors in its first season, the park drives significant overnight stays and is central to the destination's family tourism strategy.
• Green Key (hotels)minorOthersOver 20 accommodations in the destination are Green Key certified, indicating environmentally responsible operations. These partners contribute to the destination's sustainability narrative and 'En grøn oplevelse' (A green experience) brand positioning, particularly relevant for the eco-conscious adult couples segment.
• Naturpark LillebæltcoreStrategic or Co-development PartnerNaturpark Lillebælt is Denmark's largest marine nature park covering approximately 370 km², with 70% water coverage. The park encompasses coastal and marine areas between Fredericia and Kolding, offering experiences such as whale safaris, seaweed foraging, diving, kayaking, and crab catching. The destination collaborates on promoting sustainable nature-based tourism within the park.
• GetKarla.aisupportingTechnology or IntegrationAI chatbot provider powering the destination website's conversational interface, helping visitors find information about attractions, accommodations, and experiences. Data security and privacy practices for the chatbot are governed by GetKarla.ai's data security policies.
• Danish tour operator partnershipssupportingChannel Partner/ Reseller/ DistributorAt the end of 2022, the destination established a new partnership with one of Denmark's largest tour operators to drive additional Dutch market visitation, building on the significant growth of Dutch overnight stays (from 160,496 in 2019 to 236,105 in 2022).

Scale indicators11 records

Recent moves6 records

Expansion highlights10 records

Direct peers

• Visit Flanders: Regional tourism organization marketing Flanders internationally for leisure, cycling, culture, and MICE. Comparable in emphasizing regional identity, cycling infrastructure, cultural heritage (similar to UNESCO positioning at Jelling), and MICE vertical.
• Wonderful Copenhagen: Denmark's largest regional DMO, marketing the Capital Region of Denmark internationally for leisure and MICE. Most directly comparable to Destination Trekantområdet in role, model (municipal/business partnership DMO), and function (marketing, MICE, knowledge/data, partner programs), but at much larger scale.
• Destination Sjælland: Another Danish regional DMO marketing Zealand internationally across leisure and MICE segments. Structurally and operationally comparable to Destination Trekantområdet — multi-municipal partnership model, partner programs, MICE focus, and international brand campaigns.
• VisitAarhus: Regional DMO for Aarhus and surrounding municipalities in Jutland. Highly comparable as another Danish municipal DMO performing destination marketing, MICE sales, and partner enablement, operating in the same competitive set for Danish inbound tourism.
• MeetDenmark: Denmark's national MICE bureau coordinating meetings, incentives, conferences, and events across Danish destinations. Closest peer for Destination Trekantområdet's MICE vertical, as it both complements and competes for international congress and corporate event bookings.
• Destination Fjord (VisitFjord Denmark): DMO for the Limfjord region of Denmark performing destination marketing across municipalities, with emphasis on nature-based tourism, cycling, and MICE. Comparable in scale and structure to Destination Trekantområdet and competing for the same inbound segments.
• Visit Oslo (Oslo Region): Regional DMO for the Oslo area marketing internationally for leisure and MICE, with similar municipal/business partnership structure and multi-channel digital strategy. Comparable Nordic peer for benchmarking international marketing effectiveness.

Broad incumbents

• NBTC Holland Marketing: National DMO for the Netherlands, a key source market for Destination Trekantområdet. Comparable in DMO function (destination marketing, data, partner network) and represents the supply-side perspective on outbound Dutch travel that the destination targets.
• VisitDenmark: National Danish tourism organization providing data, market intelligence, and outbound international marketing that Destination Trekantområdet leverages. Functions as an umbrella/incumbent over regional DMOs and is a strategic partner rather than direct competitor.

Others

• GetYourGuide: Global online marketplace for tours, activities, and experiences. Not a DMO but an ecosystem participant and indirect competitor for visitor attention, complementary to Destination Trekantområdet's experience-booking portal and partner enablement strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/destination-trekantomr%C3%A5det

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Destination Trekantområdet